Kraft Hockeyville 2009 wants to bring the NHL to your community arena

    Grand prize is a 2009/10 pre-season NHL(R) game played at the winning
    community's arena and $100,000 in arena upgrade money, submission period
    starts November 1

    TORONTO, Oct. 22 /CNW/ - The hockey season has begun and for millions of
Canadian fans that means watching your favourite athletes on television.
Kraft Canada, CBC, the National Hockey League (NHL) and the National Hockey
League Players' Association (NHLPA) want to change that by bringing the NHL to
your community arena. The Kraft Hockeyville 2009 competition launches Nov. 1,
2008 giving communities from across Canada the opportunity to host a 2009/10
NHL(R) pre-season game, win $100,000 in arena upgrade money from Kraft and a
community visit from CBC's Hockey Night in Canada. The four runner-up
communities will receive $25,000 each for arena upgrades from Kraft.
    As of November 1, 2008 communities can enter the Kraft Hockeyville 2009
competition by calling 1-866-610-3557 to obtain an application or by logging
on to and nominating their community by filling
out a simple application form and submitting a short essay (up to 500 words)
with up to three supporting photos (at least one photo must be submitted to
qualify) that depicts their hometown pride and passion for the game.
    "Kraft Canada is encouraging all Canadian communities, large and small,
to participate and begin submitting their applications as of November 1," said
Dino Bianco, President, Kraft Canada. "This is an opportunity to win
incredible prizes for doing something that Canadians do naturally -
celebrating hockey."
    The search for Canada's most passionate hockey town begins Saturday,
Nov. 1, 2008 at 12:00 a.m. ET when Kraft Hockeyville 2009 officially begins.
Participants have until Saturday, Dec. 6, 2008 at 11:59 p.m. ET to submit
their application. The top ten communities chosen to compete for the Kraft
Hockeyville 2009 title will be revealed on CBC Television on Monday, Jan. 12
at 8 p.m. local. Following the broadcast, Canadians will be invited to vote
online ( for the top five communities that best
represent the spirit of hockey in Canada. Voting will close on Jan. 18 at
11:59 p.m. ET.
    "CBC is excited to once again be part of Kraft Hockeyville and celebrate
the passion Canadian communities have for the game of hockey," said
Scott Moore, Executive Director, CBC Sports. "We look forward to showcasing
these communities on CBC, and encourage Canadians everywhere to enter the
competition and show their unique hockey spirit."
    "The NHL is excited to again help Kraft and CBC bring Canadians together
to celebrate the great game of hockey and the communities that love the
sport," said Keith Wachtel, the NHL's Senior Vice President of Corporate Sales
and Marketing. "Kraft Hockeyville has quickly become a Canadian institution by
tapping into the great passion Canadians have for hockey, and uniting
thousands of communities through this competition."
    "Kraft Hockeyville provides communities across Canada with a unique
opportunity to bring the world's best hockey players to their local arena,"
said Mike Ouellet, NHLPA Chief of Business Affairs. "Over the last three
years, Kraft Hockeyville has been an amazing experience for the fans in the
winning communities as well as for the NHLPA members who have participated. It
is time for hockey fans across Canada to start working on their applications
in order to bring the stars of the NHL to their local community."
    Once the votes have been tallied, the first of the top five communities
will be announced on Jan. 25 during the NHL All-Star Game on CBC and profiled
during CBC's HOCKEY NIGHT IN CANADA on Jan. 31, 2009. CBC's Cassie Campbell
will reveal each of the five communities during broadcasts from their hometown
arena every Saturday during CBC's HOCKEY NIGHT IN CANADA from Jan. 31 to
Feb. 28, 2009.
    The Kraft Hockeyville 2009 winner will be announced on CBC'S HOCKEY NIGHT
IN CANADA on Saturday, Mar 7, 2009. The winning community will receive a
2009/10 NHL(R) pre-season game played at a local arena, a visit by CBC's
Hockey Night in Canada in their community plus $100,000 in arena upgrade money
from Kraft and will be featured during a one hour Kraft Hockeyville Special on
CBC in September 2009. Each of the four runner-up communities will receive
$25,000 each towards arena upgrades - an increase from $20,000 awarded last
year. The winning community will join previous victors Roberval, QC (2008);
North Bay, ON (2007); and Salmon River, NS (2006).

    Kraft Hockeyville 2009 social media applications:
    -   Add "Official Hockeyville" as your friend on Facebook and feel free
        to join our group for updates and other information.
    -   Images of past events including the celebrations from Roberval,
        Quebec - the Kraft Hockeyville 2008 Grand Prize winner - can be found
        by searching for Krafthockeyville2009 on <a href="">Flickr</a>.

    Kraft Hockeyville 2009 partners include Kraft Canada, CBC, the National
Hockey League Players' Association (NHLPA), and the National Hockey League
    For more information on Kraft Hockeyville 2009 and to receive updates and
information on how to enter your community, visit

    NHL and the NHL Shield are registered trademarks of the National Hockey
    League. (C) NHL 2008. All Rights Reserved.

    NHLPA is a registered trademark of the National Hockey League Players'
    Association. All Rights Reserved.

    About Kraft

    Kraft Foods (NYSE:   KFT) is one of the world's largest food and beverage
companies, with 2007 revenues of more than $37 billion. For more than
100 years, Kraft has offered consumers delicious and wholesome foods that fit
the way they live. Kraft markets a broad portfolio of iconic brands in more
than 150 countries, including nine brands with revenues exceeding $1 billion:
Kraft cheeses, dinners and dressings; Oscar Mayer meats; Philadelphia cream
cheese; Maxwell House coffee; Nabisco cookies and crackers and its Oreo brand;
Jacobs coffees, Milka chocolates and LU biscuits. Kraft is listed in the
Standard & Poor's 100 and 500 indexes. The company is a member of the Dow
Jones Sustainability Index and the Ethibel Sustainability Index. For more
information, visit the company's web site at In Canada, company
brands include Kraft Dinner macaroni and cheese, Christie cookies and
crackers, and Delissio pizza.

    About CBC

    CBC Sports is home to CBC's Hockey Night in Canada, a national
institution since 1952 and the most popular weekly sports program in Canada
averaging more than a million viewers every Saturday night. Providing
Canadians with unparalleled coverage of both amateur and professional sports,
CBC Sports is also home to comprehensive FIFA coverage including the 2010
World Cup; Championship Figure Skating; President's Choice Toronto Raptors
Basketball; Major League Soccer; Championship Curling; Rogers Blue Jays
baseball; Championship Show Jumping from Spruce Meadows; Rogers Cup Tennis;
Championship Snowboarding and Speedskating; World Cup Alpine Skiing; CBC
Sports Weekend and more. For comprehensive coverage including broadcast
schedules, visit

    About the NHL

    The National Hockey League, founded in 1917, is the second-oldest of the
four major professional team sports leagues in North America. Today, the NHL
consists of 30 Member Clubs, each reflecting the League's international
makeup, with players from more than 20 countries represented on team rosters.
According to a Simmons Market Research study, NHL fans are younger, more
educated, more affluent, and access content through digital means more than
any other sport. The NHL entertains more than 100 million fans each season
in-arena and through its partners in national television (VERSUS, NBC, TSN,
CBC, RDS, RIS, NASN, ASN and NHL Network) and radio (NHL Radio, Sirius XM
Radio and XM Canada). Through the NHL Foundation, the League's charitable arm,
the NHL raises money and awareness for Hockey Fights Cancer and NHL Youth
Development, and supports the charitable efforts of NHL players. For more
information on the NHL, log on to

    About the NHLPA

    The National Hockey League Players' Association (NHLPA) is a labour
organization whose members are the players in the National Hockey League
(NHL). The NHLPA works on behalf of the players in varied disciplines such as
labour relations, product licensing, marketing, international hockey and
community relations, all in furtherance of its efforts to promote its members
and the game of hockey. In 1999, the NHLPA launched the Goals & Dreams fund, a
$16-million hockey program which is the largest grassroots hockey program in
the world. The players' program has donated full sets of hockey equipment to
more than 9,000 economically disadvantaged children in 17 countries and
assisted with upgrades and the building of hundreds of arenas worldwide. For
more information on the NHLPA, please visit



    Monday, Jan. 12

    8 p.m. local KRAFT HOCKEYVILLE 2009 ON CBC: Top ten communities revealed

    Sunday, Jan. 25

                 CBC'S HOCKEY NIGHT IN CANADA: During NHL All-Star Game -
                 First of top five Kraft Hockeyville 2009 communities

    Saturday, Jan. 31

                 CBC'S HOCKEY NIGHT IN CANADA: - First of top five Kraft
                 Hockeyville 2009 communities profiled and second community

    Saturday, Feb. 7

                 CBC'S HOCKEY NIGHT IN CANADA: - Second of top five Kraft
                 Hockeyville 2009 communities profiled and third community

    Saturday, Feb. 14

                 CBC'S HOCKEY NIGHT IN CANADA: - Third of top five Kraft
                 Hockeyville 2009 communities profiled and fourth community

    Saturday, Feb. 21

                 CBC'S HOCKEY NIGHT IN CANADA: - Fourth of top five Kraft
                 Hockeyville 2009 communities profiled and fifth community

    Saturday, Feb. 28

                 CBC'S HOCKEY NIGHT IN CANADA: - Fifth of top five Kraft
                 Hockeyville 2009 communities profiled

    Saturday, Mar. 7

                 CBC'S HOCKEY NIGHT IN CANADA: Kraft Hockeyville 2009 winner

For further information:

For further information: For media enquiries please contact: Jess Hanick
or Erin O'Reilly, Tel: (416) 342-1819, (416) 342-1811 or 1-888-504-8464,
E-mail:,; Julie Young, National
Hockey League, Tel: (416) 981-2764, E-mail:; Jonathan
Weatherdon, National Hockey League Players' Association, Tel: (416) 313-2316,

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